Best Practice Report

Channel Sales Strategy: How To Drive Breakthrough Results

July 27th, 2020


Treating indirect channels as an afterthought or a bolt-on instead of an integral component of the corporate and sales strategy has long been a pain point for sales leaders. Rather than driving coordinated actions guided by a strategy, many B2B suppliers behave tactically and continually tweak their channel programs. A channel sales strategy expresses a multiyear hypothesis for how the supplier can optimize profitable revenue by integrating channel partners into its go-to-market model. In this report, we provide a new approach that channel sales leaders and CEOs can use to achieve positive results with an integrated channel sales strategy development methodology.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.